“Because of Him, We Have Pizza Hut!”

IF 0.2 4区 历史学 Q2 HISTORY
K. Ironside
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引用次数: 1

Abstract

Gorbachev’s 1997 television ad for Pizza Hut, which opened its first restaurants in the Soviet Union in 1990 through a joint venture between parent company PepsiCo, Inc. and the Moscow city soviet, is an important part of his popular image in the West, reflecting the role that capitalist consumerism is often presumed to have played in the Soviet system’s collapse. Yet, as this article shows, such joint ventures were supposed to increase the Soviet Union’s role not as a consumer, but as a producer, by showcasing the benefits of international economic cooperation with it. Joint ventures won Gorbachev powerful allies, including the CEO of Pepsi, Donald H. Kendall, who advocated for removing American trade restrictions that stood in the way of the Soviet Union assuming a larger function in world trade. As Gorbachev’s economic reforms began to fail, however, the long line in front of Pizza Hut also came to symbolize communism’s failure to deliver prosperity. Gorbachev used the difficulties of foreign companies like Pizza Hut as proof of why the Soviet Union should be given Western aid, to no avail. Ultimately, the policy of joint ventures was a failure and Pizza Hut’s presence in the post-Soviet Russian market was short lived: it left during the 1998 ruble crisis only to return under Putin in the early 2000s, only to leave once again after Russia’s 2022 invasion of Ukraine.
“因为他,我们有必胜客!”
戈尔巴乔夫1997年为必胜客制作的电视广告是他在西方广受欢迎形象的重要组成部分,反映了人们通常认为资本主义消费主义在苏联制度崩溃中扮演的角色。1990年,必胜客通过母公司股份有限公司百事可乐和莫斯科市苏维埃的合资企业在苏联开设了第一家餐厅。然而,正如这篇文章所显示的那样,这些合资企业本应通过展示与苏联的国际经济合作的好处来增加苏联作为生产者的角色,而不是消费者的角色。合资企业为戈尔巴乔夫赢得了强大的盟友,包括百事可乐首席执行官唐纳德·H·肯德尔,他主张取消阻碍苏联在世界贸易中发挥更大作用的美国贸易限制。然而,随着戈尔巴乔夫的经济改革开始失败,必胜客门前的长队也象征着共产主义未能带来繁荣。戈尔巴乔夫用必胜客等外国公司的困难来证明为什么苏联应该得到西方的援助,但无济于事。最终,合资政策失败了,必胜客在后苏联时代的俄罗斯市场的存在是短暂的:它在1998年卢布危机期间离开,但在21世纪初普京领导下又回来了,但在2022年俄罗斯入侵乌克兰后再次离开。
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来源期刊
CiteScore
0.30
自引率
50.00%
发文量
24
期刊介绍: Russian History’s mission is the publication of original articles on the history of Russia through the centuries, in the assumption that all past experiences are inter-related. Russian History seeks to discover, analyze, and understand the most interesting experiences and relationships and elucidate their causes and consequences. Contributors to the journal take their stand from different perspectives: intellectual, economic and military history, domestic, social and class relations, relations with non-Russian peoples, nutrition and health, all possible events that had an influence on Russia. Russian History is the international platform for the presentation of such findings.
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